Editorial portfolio: A powerful tool still ignored by B2B publishers
One of the most effective tools I’ve found for marketing the superiority of your publication is an editorial portfolio to collect and showcase editorial achievements. When I describe the favorable promotion impact of this tool in presentations at B2B sales conferences, the usual response is enthusiastic. But follow-up action is all too rare. Developing and updating portfolios is a time-consuming process many B2B marketers would rather avoid. So it’s hardly surprising that in my past 29 years of editorial management consulting, I have seen only two companies give this concept a shot.
That’s too bad, because today’s print and online coverage allows for creation of an exceptional visual collection of articles and other materials that prove editorial superiority and industry involvement. Editors can and should assist salespeople in building such a vehicle. Typical contents include the following items:
- Editorial columns that drew terrific response by addressing vital industry concerns.
- Reports on speeches given by editors at major industry events, or articles describing industry awards conferred on editors, or other evidence of industry involvement.
- Excerpts from important, exclusive published research.
- Evidence of presence at industry events, such as coverage of major conventions or key legislative hearings. And it pays to stress that those events are widely-scattered geographically.
- Articles demonstrating that your staff constantly makes field trips. Especially at a time when editorial travel has been scaled back, this is a portfolio “must-have.”
- Proof of your association with industry movers and shakers, such as exclusive interviews with top executives of major companies and key organizations.
- General indication of editorial leadership—how the publication or website deals with important industry issues—such as research, columns, or scoops where your editors addressed a critical development before any competitors.
- Samples of reader response. Hard-hitting evidence can take the form of e-mails responding to a compelling column or an offer of free, high-value information.
The above project can be capably supported with a promotion listing “first and only” accomplishments where your enterprising staff’s coverage beat opposition to the punch. Indeed, it’s a good idea to conduct periodic “scoop analysis” that confirms your timeliness edge (if you have one).
Other editorial marketing ideas are highlighted in my Editorial Marketing Arsenal: Self-Scoring Profile. The document describes ten scenarios that might work for you. To receive a copy, send me an e-mail.